Omega has trained its sights on the women’s market.
On Thursday evening, the brand — a subsidiary of The Swatch Group — unveiled a new iteration of the Trésor, one of its signature women’s watch designs — a slim, diamond-set piece that spans daytime and evening occasions.
The Trésor, with a quartz movement, hits a more entry-level price point than is typical of Omega’s diamond-set offerings. Prices begin at $4,500 and run up to $8,600. The style is to be represented in marketing materials by supermodel offspring Kaia Gerber, the daughter of Cindy Crawford.
Omega chief executive officer Raynald Aeschlimann said of the launch: “A watch for ladies is a timepiece but also an accessory, and this definitely provides a lot of potential. I want women to get excited about their choices and about the opportunity to wear and buy into another accessory category. There is a lot of potential for us there, maybe more than men.”
Aeschlimann noted that U.S. male consumers, “want the ultimate in technology and less style options. Ladies want the ultimate accessory, they request colors and styles and thickness of design. They also want technology, too.”
Omega’s redesigned Trésor watch.
The executive riffed on cultural shifts in the watch market. “It